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Working with a PR agency

Just wondering if anyone had any advice on working with a client's PR agency to maximise your efforts for them online?

A lot of their work will transfer really well online, however, I'm worried if we barge in their they may see us as stepping on their toes and feel a bit threatened...

Has anyone had any experience combining efforts with a PR agency in the past and how have you achieved success? I think it will be key to get them on board so we're both pulling in the same direction, it's just finding the right way of going about this without alienating them...

2 Responses

Tread carefully because they can see you as a threat because there is obvious overlap. Some PR companies welcome a team approach, others certainly do not - guess it depends on who they are and how well defined everyone's roles are.

It's obviously great news for the client if all can work together towards a common goal - i.e. their success.

My suggestion is that you be proactive with them as possible. Here are a few tips:

First of all start by getting their media plan. That way you can align your SEO initiatives and plan ahead for content before going live.

Creating the process - Make it clear to the client that before making Media Release go live, that you would need to "tweak" it, to maximise search visibility. The most important thing would be to tweak some of the keywords used, the "about us" author section and link placement. Once you have optimised it, send it to both the client and PR team ready for syndication, unless the onus remains with you. Then ask the PR team to send you the sites which they have submitted the PR so that you can monitor the link status i.e whether or not it is live.

From my experience clients would love you if they know you are trying to maximise there branding initiatives online. Like I said its about creating the process that works with you and the PR agency, Don't forget to request site inclusion in Google News for gaining additional traffic for your PR's

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